Throughout the year, Hotel Management looks back on our Forty over 40 class for their takes on what’s going on in hospitality. Look to Hotel Management’s January 2025 issue for this year’s Forty over 40.
We asked this year’s class what travelers really want in a hotel stay.
Tara Ditt Betz, vice president of hotel operations, The Wankawala Organization
Travelers over 40 often seek a hotel stay that offers both comfort and convenience, with an emphasis on creating a stress-free, enjoyable experience. For this demographic, the hotel experience is about more than just a place to sleep—it’s about feeling at ease and well taken care of. Comfortable accommodations are key, with a focus on features that promote relaxation and luxury.
Jodie Kuchta, senior regional director of sales, Florida, OTO Development
As an avid over-40 traveler myself, I’ll say attracting us is all about providing compelling experiences. Give me a few fantastic dining options with delicious food and fun drinks. … Give me a nice hotel gym, one that’s big enough and well-equipped so that I can get in a solid workout while on vacation. I love a hotel with a collaborative lobby where I can relax, have a glass of wine and socialize.
Keith Shopnick, senior vice president of operations, Highgate Hotels
Food and beverage is a key differentiator in my opinion. Having an active lobby bar to enjoy or a unique restaurant that is programmed perfectly is what I would want to see. … With trends in barrel saunas, cold plunges, yoga classes and the like, there is so much we can do as an industry to really promote health and wellness across all generations of travelers.
DeShaun Wise Porter, VP strategic pathways & recognition, Hilton
Travelers over 40 often truly desire a blend of comfort, convenience and meaningful experiences. They place a premium on high-quality toiletries, such as hair products and equipment that are good for their hair (specifically ethnic hair), well-lit bathrooms with white lights to do make-up, comfortable beds and reliable/fast internet. The shower should be a retreat and an experience, a place to truly relax and unwind. The restaurants should have options ranging from comfort to healthy. And the spa and fitness center should be top notch.
Tiffany DiPasquale, executive district director, sales + marketing, Hotel Drover
Comfort becomes a top priority for many travelers over 40. They often appreciate well-appointed rooms with quality bedding, ample space and amenities that contribute to a restful stay. Personalized and attentive service is highly valued. Hotel staff who go the extra mile to make guests feel welcome and cater to their individual needs contribute to a positive experience. … Many travelers over 40 are interested in immersing themselves in the local culture. Hotels that offer cultural experiences, guided tours or partnerships with local businesses can cater to this desire for authenticity.
This article was originally published in the July-August edition of Hotel Management magazine. Subscribe here.